Seattle Coffee Gear

Creative Direction and Production for Ecommerce

One of North America’s leading specialty coffee retailers, SEATTLE COFFEE GEAR has built a loyal following of coffee enthusiasts and home baristas. In 2022 and 2023, I led the company’s creative team, spearheading a comprehensive redevelopment of its visual brand across platforms.

Drove creative direction for product launches and 360° marketing campaigns.
Led the redesign of visual assets, elevating the brand’s identity.
Built a creative production workflow from the ground up, streamlining processes to improve efficiency and consistency.
Oversaw creative production, managing the studio and ensuring high-impact storytelling.
Managed vendor partnerships with a wide range of creatives.
Revamped the brand’s YouTube channel, with 101% follower growth YoY.
Improved performance across paid social campaigns, driving a 25% YoY increase in CTR.

YouTube Strategy

Complete overhaul of creative strategy, production, content development & management.

Followers doubled, reaching 615,460 (between July 2022 to July 2023).

Views (on 01/25/25): 121.0K views (105.4K more than usual) | Watch time (hours): 5.2K (4.5K more than usual) | Subscribers: +157

New video team and hosts.
New production workflow, including scripts, shot lists, and film location.
Increased production quality by upgrading equipment, lighting, and studio setup for a more polished and professional look.
Revamped YouTube schedule and content pillars, such as product reviews and comparisons, company focused content, educational content, coffee recipes, and coffee community.